B&E | Smarten Up! Neuromarketing Is Getting More Intelligent

By Samuel Greengard Understanding what makes people tick has always been at the center of marketing. For decades, CMOs and others have left no stone unturned in the quest to fathom consumer behavior and take marketing to a new and better level. Yet, as every marketing professional knows, data from surveys, focus groups, the point of sale, credit cards, click behavior, and even beacons can only go so far. Consumers don’t always do what they say, and they don’t always behave predictably.  “In some cases, there are significant gaps and discrepancies,” said Michael Smith, vice president of consumer neuroscience solutions at Nielsen, in an interview with CMO.com. As a result, researchers–as well as engineers, product designers, and marketers–are attempting to delve deeper into the human mind and transform electrical brain…


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